Knowing that beer and nuts are two items that are essential to any pub, Carlsberg and VIP Nuts came together for a brilliant brand partnership.
With flavors like chili lemon and manuka honey mustard, the nut brand really sets itself apart from other plain nut varieties. In terms of a tie-in with the beer, the two items were well-matched in price and their potential for mass appeal. Cleverly, the partnership is being promoted with an angle that says: "If Carlsberg did nuts, they would do VIP Nuts."
Limited edition beer and nut packs were assembled and branded as a "VIP Night In," including a single Carlsberg beer bottle, a collectible glass and a large packet of flavored nuts.